With the extra components in a water-cooling system, it allows for extra amounts of descriptive hyperbolae. No longer does the marketing person only have a fan and hunk of copper to beat off about, they now have all these extra bits and pieces and the interaction thereof of go nuts on.
If you want perhaps a fantastic example of this, look no further than our beloved Tom's Hardware Guide. Check out this piece of obvious "cash for comments" trash:
http://www.tomshardware.com/howto/20020701/index.html
Heck, it's as if Innovatek wrote the article themselves and just paid Tom to post it on his website.